Content has been king for a long time, and that’s not expected to change. In today’s digital environment, business owners need to be dynamic content creators while driving in their fields.
If you’re racking your brains when it comes to revamping your content strategy, don’t waste valuable time complaining. Instead, consider adding these five facets to your online content strategy to make your efforts valuable to your customers and your bottom line.
1. Create content that your readers will share organically
Whatever business goals you hope to achieve, your content should provide value. If your content aims to benefit you more than your audience, potential customers will see it and you will destroy any chance of gaining their trust. So avoid self-promotion and focus your efforts on answering your visitors’ questions and their pain points.
Offer solutions to common problems in a clear and engaging way. Research the most shared social media topics on sites like BuzzSumo to see which categories perform well. Focus on popular topics your organization can really talk about, increasing your relevance, reach, and expertise. Make it easy to share by providing social sharing links in your content.
2. Develop content that educates
Content ranks well when it is relevant and useful. When users search for answers, they are looking for content that helps them solve a problem or learn something new. To attract traffic and win business, make sure your content delivers what it promises. Look for similar high profile articles and reverse engineer your content to be better than what exists today.
Avoid clickbait-type promises that don’t deliver on their promises. Instead, lean into real business issues and offer sound advice that educates readers on how they can overcome their challenges. When your content is useful, it has a better chance of being referenced by others.
3. Incorporate high-level content components
The length of the copy matters. If you hope to be at the top of the SERPs, you need to pay attention to your word count. Currently, 2,500 word content ranks #1 on major search engines. But it’s not just about having a lot of verbiage. You need to tell your audience what they need and want to know in an easy to understand form.
Creating valuable content, not just lengthy, is the goal here. Keep users engaged by writing sentences of 20 words or less. Structure your article to provide high-impact content first, in case your reader backs off after a screen. Yet provide the necessary level of useful detail, in an easily navigable way, to engage those who want to dig deeper. Your time on site metrics will skyrocket – and hopefully your conversion rate will follow.
4. Use guest posting to get third-party validation
Your company’s website isn’t the only place you should post content. You already create valuable content on your blog, so spreading that knowledge through other sites and trusted media platforms is a no-brainer. You will attract and grow an audience while building trust by providing high quality information.
Reach out to relevant sites and blogs in your industry and create a relationship that brings value to both parties. Partnering with authoritative websites and other high profile content sources will lend credibility to your content. It’s all well and good to claim your own expertise, but getting the stamp of approval from a trusted outlet will validate your claims.
Familiarize yourself with content submission guidelines on various sites to ensure you have the right fit. Then, link to your content hub in guest posts you place on other sites. Cultivate relationships where needed to increase the likelihood of top-notch content placement and promotion.
5. Recycle existing content to increase your reach
Popular creators like Gary Vaynerchuk have long advocated the value of “content arbitrage.” Using this approach, you do the work once and revise it for every platform and format you can imagine. So reshape your content for other mediums to increase your impact. Once you have your copy, use it to create videos, lists, social media posts, podcasts and more.
Members of your audience may prefer certain methods of communication over others. By offering different formats optimized for each segment, you can improve your reach and authority. Remember to leverage every content component, including video and social media captions, providing links where possible to improve page rankings. Encourage your leaders to share your content through their channels and use it as a resource in conducting their business.
Consider content strategy a key part of your business strategy
Your business strategy and your content strategy should work hand in hand. Practice strategizing your content plans for each month by developing an editorial calendar. This timeline will guide the production and distribution of your content, which should align with relevant product launches and promotions. Using this approach, your team can create and distribute content that achieves optimal results for your business.